Hey there!
I'll be honest: I'm a terrible American. I don't like Kraft cheese, I don't own a pickup truck, and I definitely don't watch reality TV.
Until now. Because I cannot stop watching the Korean dating show Better Late Than Single (terrible title, but they didn't consult me).
The premise is simple: bring together 12 "eternal singles" for a series of dates to see who connects. They get makeovers, dating coaches, and then they're set loose in this adorable location to sit awkwardly on couches next to each other.
The drama! I laugh, I cringe, I literally shout "Hold her hand!" at my TV. But one couple made me want to throw pillows at the screen, and it perfectly illustrated why most subscriptions fail.
Meet Ji-Su and Sang-ho. Ji-Su is the girl almost every guy voted for as most attractive on first impressions. But Ji-Su? She only had eyes for Sang-ho. She went out of her way to spend time with him. On their one-on-one date, she told him point-blank that he was her type and she'd voted for him.
And what did Sang-ho do? He spent the entire date talking about how other guys were doctors and medical students. How could he compete? Maybe another girl would show up who was better for him.
(throws pillow at TV) "You idiot, she likes YOU!"
So Ji-Su went on a date with another guy who actually seemed interested in her. He talked to her, listened to her, wanted to make her smile. Everything Sang-ho didn't do.
When Ji-Su didn't choose Sang-ho for a second date, he was genuinely confused. He thought it was a sure thing she'd pick him again.
Quick gut check: Does this dynamic sound familiar in your business relationships?
Here's why I'm going deep on Korean dating drama: This is exactly how most memberships and subscriptions treat their passionate fans.
They're the Sang-ho - assuming their audience will just stick around without any effort to make them feel special. They take the interest for granted instead of actively nurturing it.
Meanwhile, their audience is like Ji-Su. They showed up excited and interested, but when they don't feel seen or valued, they'll find another community that actually makes them feel appreciated.
Think about it:
Whether it's dating or business relationships, we all want the same things: to be seen, supported, and made to feel special.
The guy who won Ji-Su over didn't have better credentials than Sang-ho. He just paid attention to her. He was present. He made her feel like she mattered.
Your subscription or membership isn't competing on features or price alone. You're competing on how you make people feel about being part of your world.
When was the last time you "flirted" with your audience? Asked them what they're working on? Celebrated their wins? Made them feel like the most important person in your community?
If your answer is "more than a month ago," I guarantee your metaphorical dating coaches are throwing pillows at you right now.
Your passionate fans chose you for a reason. Don't be the Sang-ho who takes that for granted. Be the person who makes them feel lucky to be there.